Customers behaviour and how it affects the growth of a business chapter tworeview of related literature2.1 introductionthis chapter reviews the literature on customers behavior and how it affects the growth of a business. it discusses issues arising from the topic of interest as viewed from differen...

Impact of multiple pricing strategies on consumer purchasing behavior chapter twoliterature review2.0 introductionour focus in this chapter is to critically examine relevant literature that would assist in explaining the research problem and furthermore recognize the efforts of scholars who had prev...

The impact of advertising on sales performance in the soft drink industry chapter twoliterature review2.1 the historical perspective of advertisingmarketing as a function of management refers to the conception and execution of activities to sell products, services or ideas to people in a mutually...

Challenges facing handicraft businesses in implementing promotion strategies for their product chapter twoliterature review2.1 overviewthis chapter presents conceptual definitions of terms used in the study, theoretical literature, empirical literature, research gap and conceptual framework of the s...

The process of product planning and development in marketing chapter twoliterature review2.0 introductionthis chapter is concerned with the review of related literature of the subject matter of essay. 2.1 product definition according to kotler (p 368 1980) “a product is anything that can...

Brand differentiation & positioning for maximum competitive advantage chapter twoliterature review2.1 historical backgroundmarkets are not homogeneous. a company cannot connect with all customers in large, broad or diverse markets. customers vary on many dimensions and often can be grouped accor...

An evaluation of marketing strategies of mobile phone operators chapter tworeview of related literature2.1 overview of telecommunications sector telecommunications service were introduced into nigeria in 1886 when the first cable link between kaduna and the regional colonial headquarters in britain...

The influence of customer relationship management on the sales of products chapter tworeview of literatureintroductionour focus in this chapter is to critically examine relevant literature that would assist in explaining the research problem and furthermore recognize the efforts of scholars who had...

The impact of marketing communication on product development chapter twoliterature reviewintroductionour focus in this chapter is to critically examine relevant literature that would assist in explaining the research problem and furthermore recognize the efforts of scholars who had previously contri...

People’s perception on the impact of social media in managing brand reputation in crisis chapter twoliterature review2.0 introductionour focus in this chapter is to critically examine relevant literature that would assist in explaining the research problem and furthermore recognize the efforts of sc...

The effect of online advertising on consumer buying behavior chapter twoliterature review 2.1 conceptual review2.1.1 advertisingaccording to arens (2005), advertising is a form of communication intended to convince an audience (viewers, readers or listeners) to purchase or take some action upon...

The effects of new product development as a strategy for corporate growth in unilever nigeria limited chapter two review of related literature2.1 concept of product development product development is a sequential decision process. it's a series of decisions, not one. it is key, therefore, to concent...

chapter two literature review 2.1 customer bonding clm is an acronym for customer bonding. there is no generally accepted definition of clm even though clm is considered to be an essential business approach. swift (2001, p. 12) viewed clm as an “enterprise approach to...

Franchising as a corporate strategy for increasing organizational profitability chapter twoliterature review2.1 introduction it is pertinent that a research of this nature should be examine some ideas, views and experiences of some scholars, researchers, journals and as well as policy documents rel...

Feel good advertising and its effect on consumer repeat purchase behaviour a study of de-united industries ltd makers of indomie noodles chapter tworeview of literatureintroductionour focus in this chapter is to critically examine relevant literature that would assist in explaining the research prob...

Integrating psychographic profiling for improved sales. a case study of shoprite chapter tworeview of literatureintroductionour focus in this chapter is to critically examine relevant literatures that would assist in explaining the research problem and furthermore recognize the efforts of scholars w...

Mass customization as a method of providing client's personalized service (a case study of nicon luxury hotel) chapter twoliterature reviewintroductioncompanies should listen more carefully to their customers (fournier, dobscha and mick, 1998), pay more attention to delivering services (gro¨nroos, 1...

The impact of mtn advertisement on subscribers chapter twoliterature review2.1 media impactfor a long time, the question has been, what is the actual impact of the mass media on audience, institutions, cultural values etc, and over the years, this has been a theory question, spreading across so m...

An examination of twitter ban on digital marketingchapter tworeview of literature2.1 introductionour focus in this chapter is to critically examine relevant literature that would assist in explaining the research problem and furthermore recognize the efforts of scholars who had previously contribute...

An examination of twitter ban on digital marketingchapter tworeview of literature2.1 introductionour focus in this chapter is to critically examine relevant literature that would assist in explaining the research problem and furthermore recognize the efforts of scholars who had previously contribute...